Concept / CCO / Creative Direction
Kohei Kawasaki: CCO / Creative Director / Planner | Yongbom Seo: Project Manager | Takahiro Miyake: Art Director | Mai Kaneda : Copy Writer | Yosuke Takano: PR Director | Koji Tamura: Chef | Hisaya Kato: Creative Producer | Shuhei Nitta: Event Producer | Yoko Mori: Planner / Designer | Yugo Izumida, Ai Ogura: Designer | Kyouichi Shibukawa: Film Producer | Kurando Furuya: Film Director | Ayano Yamanaka: Film Production Manager | Koichi Takagi: Director of Photography

Year: 2019
Client: LIFULL Table
Advertising Agency: LIFULL / PEAK / ELNIDO
PR Agency: ALL BLUE / ONESTORY
Film Production: HOMEDOWN
Event Production: ATAMI Kicollys / SANNO S&R
Wood Powder Production: TARUWAKIEN
Product: Earth Cuisine -Eatree Plates-
http://table.lifull.com/earthcuisine/

Goal:
Eatree Platesは、国連が定めたSDGsの17個の目標のうち、「12. つくる責任、つかう責任」「15. 陸の豊かさを守ろう」という目標に向けたプロジェクトです。


Background:
日本の国土の2/3が森林で、そのうちの約4割が工業用の人工林です。 その人工林は現在、海外からの安価な木材の輸入や林業生産者の減少が理由で、定期的なメンテナンスである間伐されずに森林環境の衰退を進行させています。 日本にとって重大な問題ですが、あまり認知されていません。 LIFULLは、日本最大級の不動産・住宅情報サービス「LIFULL HOME’S」を運営しています。不動産に携わる企業として林業、および地球環境へ貢献するために、間伐材問題に着目しました。

Idea:
EATREE PLATES “Eat Trees to Save Trees.”
間伐材を「食べる」という新たな用途を開発し、持続的な間伐を続けるためのエコシステムを、林業・シェフ・研究者など業種を超えた協業によって実現しました。


Execution:
CHANGE TO FOOD (間伐材を食材に変える技術)
1.自然乾燥 → 2.圧搾 → 3.煮沸・消毒 → 4.自然乾燥 → 5.粉砕し食材へ

間伐材が見た目、香り、味、すべての感覚で伝わるようなフルコースをシェフとともに開発しました。


間伐材をより簡単に手にとっていただくために、成分の約20%が間伐材で作られたパウンドケーキの開発をしました。

EATING
間伐材の森でレストランをオープン、
その後LIFULL直営の都内レストランで同じ体験を提供しました。


Results:
このプロジェクトは、様々なメディアに取り上げられ、間伐材問題や林業全体の問題の認知拡大につながっています。
また、オンラインストアで販売しているパウンドケーキは、売り切れ状態が続き、LIFULL Tableの売り上げに貢献し、林業企業に対しても利益をもたらしています。





Background:
Japan is a deeply-forested nation with about two-thirds of its land covered with trees. 40% of Japanese forests are artificially planted for industrial purposes and the business requires a maintenance process called “thinning”. However, the fall in market price driven by inexpensive imported wood as well as the declining number of forestry workers are limiting the thinning capacity, which is now gravely destroying the forest environment. Moreover, this issue has not attracted enough attention as it should for its importance.
LIFULL, a company who owns a vision of making every LIFE a full one, is the leader of real estate information service in Japan, and stepped up to address this wood-thinning challenge to create a better environment for the forestry industry and for the Earth.


LIFULL brought this wood-thinning challenge under the spotlight by inventing a new way to use wood, by inventing a new purpose for this material through one of the most familiar experiences for people - which is food / eating.
Introducing EATREE PLATES, a sustainable full-course dinner made of thinned wood ingredient.


We developed a full-course dinner course:
1. Worked with a forestry company to dry and grind the wood material and transformed it into a food ingredient.
2. Developed a full-course recipe with a Michelin-starred chef.
3. Launched a pop-up restaurant in the middle of a thinned-wood forest.


The news was covered widely by national and overseas media. The special full-course dinner is now offered at LIFULL Table, a restaurant located in Tokyo which has become so popular with bookings filled for a month ahead. The restaurant offers opportunities for more people to learn and think about this wood-thinning problem.
KOHEI KAWASAKI. TOKYO, JAPAN. 2004-2020